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EBA Education

EBA PR School

STATUS: next season starts on march 20

DURATION: march 20 - april 03
TIME: on mondays, wednesdays and fridays FROM 17:00 TO 20:00
VENUE: EBA KYIV OFFICE, 1A ANDRIYIVSKIY UZVIZ
PARTICIPATION FEE: 3500 UAH FOR EBA MEMBERS
EARLY BIRD REGISTRATION: 3200 UAH TILL march 03 FOR EBA MEMBERS

about the school

PR branding, internal communications, SMM strategy and instruments are inseparably connected with each other. All of them make a many-sided PR strategy of the company. Today, when every day transformational changes occur and companies face force majeure situations, PR specialist should react operatively and effectively. What does it mean to be a successful PR strategist in crisis time? Do you know 6 steps of anti-crisis communication? Best professionals in PR sphere will share their knowledge, experience and practical cases on all the above-mentioned topics.

This season you will have ahead:

  • Fully renewed format and programme on communication from the leading Ukrainian PR-specialists
  • Group work on cases and insane drive
  • Fresh view on communication with your own company
  • Unique opportunity to gain experts` consultations on reputational management, anti-crisis and digital communications, relations with media and creation of effective texts

Having successfully finished the School, the you will receive certificate of completion.

during the modules you will

  • Understand the role of PR for branding
  • Examine practical cases and define the number of PR instruments that were used
  • Create your own PR-strategy
  • Improve effectiveness of work with mass media representatives
  • Understand what “Head-made” PR means

TARGET AUDIENCE:

  • PR specialists
  • PR managers
  • Middle and senior-management

syllabus

MODULE 1. PR ROLE IN BRANDING: PROFESSIONAL AND CORPORATE – MARCH 20

  • The notion of branding and its purpose
  • Strategies and tactics on brand building: personal and corporate
  • Strategies and tactics on brand management: personal and corporate
  • Promotion of personal and corporate brand with a mutual benefit for both

MODULE 2. PR STRATEGY – MARCH 22

  • Analysis of brand condition – investigation and monitoring (analysis of brand reputation, reputational audit, analysis of rivals and their potential, as well as evaluation of their PR strategy and visibility)
  • Purposes and tasks of PR strategy during a particular period of time (strategic and tactic)
  • Target audience examination (formed on the basis of investigation): the number of target groups, description of their peculiarities)
  • Key destinations of PR strategy
  • Description of the final result (wished reputational image, peculiarities of positioning and widening the potential clients` auditorium, growth of the sales level)
  • Budget on the events planned

MODULE 3. “HEAD-MADE” PR – MARCH 24

  • PR as a the heart of any business
  • Methods of multi-media content creating and widening
  • Everyone is global or little media. Communicational channels
  • Casestudy: PR-campaings` brand where the common sense and simple actionable ideas, born in the cooperation with agencies, brand teams, media and clients, win. Happy stories of Barack Obama, Martini, Durex, Helen Marlen, Ultrashop (Levi’s) and bad, but informative, story of ECO market

MODULE 4. 6 STEPS OF ANTI-CRISIS COMMUNICATIONS – 27 MARCH

  • Support of favour to the company in the inner and outer world
  • Conquest of the new market and safety of the old one

MODULE 5. INTERACTION BETWEEN JOURNALISTS AND PR MANAGERS OF THE COMPANY – MARCH 29

  • Standard mistakes on building the cooperation with mass media
  • Work with copy editors and journalists
  • Campaigns` effectiveness: media with paid traffic, how to make everybody talking about you without payment
  • Special projects, stories, long reads: what for there are script writer and programmist
  • Conflict situations: black PR, media wars. Typical scripts and life hacks

MODULE 6. TRENDS OF SMM AND BRANDS – MARCH 31

  • How to promote the page successfully
  • How to make the employees “LIKE” the page
  • PR brand in social networks (Facebook, Instagram, LinkedIn)
  • Successful cases of the companies

MODULE 7. INTERNAL COMMUNICATIONS – APRIL 03

  • The role and tasks of internal communications
  • Principles of the effective internal communications
  • Approaches to the auditorium segmentation
  • Main channels of communication: their advantages and tasks
  • The role of the first person in the company in the internal communications
  • Measurement of the internal communications` effectiveness. Cases (forming of internal communications strategy)

trainers

   

 SHOULD YOU BE INTERESTED IN PARTICIPATION, 
PLEASE, FILL OUT THE APPLICATION FORM, IN ENGLISH OR UKRAINIAN.

TO SPECIFY OBLIGATORY CONDITIONS AND REQUIREMENTS CONCERNING PARTICIPATION
CONTACT US: 
This email address is being protected from spambots. You need JavaScript enabled to view it. OR +38 (044) 496 06 01.

PARTNERS OF THE SCHOOL

    

  

EBA Official Partners